How to support dealership efforts to maximize interest and awareness model launches? Leveraging the presence of local radio, TV and newspaper against a luxury demographic, a media awareness campaign was launched with product activation, PR and community outreach campaign, in support.
Following on the heels of campaign launch, BMW became regional leader (numbers of units sold) among luxury brands for the first time in dealership area history. Media performance was driven by product activations and an earned media campaign, generating over $.25M in bonus advertising (no-charge radio, TV, newspaper advertising).